Influencer marketing company gen.video has officially launched partnrUP, a content collaboration platform, and acquired Bounty, a user-generated content (UGC) marketplace for Shopify brands. 

partnrUP, first unveiled in July, offers mobile-friendly feedback and approval tools, deeper commerce integrations, and AI-driven search technology. The platform allows stakeholders to upload content on behalf of creators and provides an interactive media player for time-stamped pin-dropped comments.

The idea for the platform stems from gen.video’s discovery that many brands and their agency partners were using traditional influencer marketing platforms for discovery, outreach, and reporting but not for the content review process, which was happening off-platform.

Hence, the company decided to invest in building a platform that works for all parties involved in the brand partnership experience.

“Creator content is at the heart of many brands’ marketing strategies, and partnrUP makes it more accessible,” Jessica Thorpe, CEO of gen.video, said in a news release. 

The acquisition of Bounty gives Gen.video clients access to a network of UGC creators and introduces performance-based incentives tied to viewership on TikTok and Instagram. It complements Gen.video’s existing commission-based solutions for affiliate and ambassador programs.

Thorpe added that Bounty will enable the company to provide access to more creators and expand incentivization methods.

“We’ve built a strong network and flywheel to recruit micro and nano creators and have been focused on helping brands tap into authentic customer voices to drive growth,” stated Abraham Wolke, founder and CEO of Bounty.

gen.video’s expanded offerings now include:

1. Mobile-friendly collaboration tools
2. An expanded creator network
3. New widgets connecting Amazon and Shopify stores
4. Betty, an AI agent that analyzes content to assist stakeholders in finding and using rights-appropriate content

David Parker, International Territory Owner for Weathertech Switzerland, noted that gen.video can now support Weathertech’s direct-to-consumer Shopify store through the Bounty acquisition.

gen.video’s Track Record: From Big Brands to Award-Winning Campaigns

gen.video has provided creator marketing solutions to clients, including P&G, HP, Bayer, and Nike, driving sales growth across retail channels.

In June, the company won two silver recognitions for influencer marketing campaigns at the U.S. Partnership Awards. 

The first was awarded for inspiring creativity for Lenovo and Microsoft’s premium laptops across YouTube, TikTok, and Instagram. The second highlighted the company’s work engaging diverse creators through the “Sam Kolder x World Lens Challenge” campaign.

The partnrUP launch expand gen.video’s creator commerce solutions and streamlines content creation and approval processes.

“Being able to bring advanced measurement tools to brands around shopping behaviors is critical to understand which creative works better for them,” Thorpe told Net Influencer in an interview earlier this year. “Brands are just scratching the surface with the potential of influencer marketing and the role it can play.”